Public Relations Specialist

Summary

Job Category:
Sales and Marketing
Job Title:
Public Relations Specialist
Job Category Definition:
This specialty covers the strategic and operational management of activities related to the design, analysis, implementation and or purchase of market research and strategy; the strategic and operational management of activities related to the conception, development, creation, editing, production, implementation and/or purchase of promotional communications, educational communications, or scholarly publications; the strategic and operational management of activities related to the development and implementation of sales strategy, new business/membership/client development, retention of clients/members, negotiation of contracts, and identification of entrepreneurial enterprises and relationship management strategies; the strategic and operational management of activities related to communicating during an emergency or crisis situation; and/or the strategic and operational management of activities related to the conception, development, creation, and dissemination of news, research and/or strategic communications; public relations initiatives; and the delivery of large-scale, public events for a diverse audience, including the news media, internal and external stakeholders, key constituents and the community-at-large.
Job Title Definition:
The Public Relations Specialist protects and manages the Universities reputation and brand image, and conceives, develops, creates and disseminates news, research, and/or strategic communications and public relations initiatives and the delivery of events for a diverse audience that may include the news media, internal and external stakeholders, key constituents, and the community-at-large; produces and delivers communications aligned with University standards; maximizes the quality and frequency of this communication. Duties are performed at various levels within the defined title.
Working Conditions:
Specific physical requirements and effort are outlined in Job Responsibilities Worksheet (list of essential job duties and responsibilities specific to a particular job at the unit level) in accordance with the Americans with Disabilities Act of 1990 (ADA).
Other Requirements:
 

Levels

Level 1  

Level Details
Job Code Salary Band FLSA Status
MSSM0501 G Non-Exempt

Level 1 positions typically demonstrate baseline working knowledge of routine work applications; follow standard principles and systems and use appropriate terminology associated with a particular field of specialization; participate as a team member in a collaborative environment within a diverse workforce; actively contribute to completion of team goals and assigned tasks; clearly communicate information, ideas, or instructions verbally and in writing; follow recommended approach to assigned work to facilitate achievement of desired results; ensure safe practices and environmental consciousness are exhibited in decisions; typically work under direct and frequent supervision while performing routine duties using established procedures with detailed instructions.

Typical Education & Experience

0+ years related experience

Bachelor's Degree or higher

Or an equivalent combination of education and experience

Typical Work Duties
  • Assist in coordinating effective internal and external public relations campaigns through multi-channel dissemination to keep the public informed of the programs and achievements of the University and its colleges, campuses, units, students, alumni, and donors
  • Assist with the preparation, editing and distribution of news releases, feature articles, op/eds, story tips/ideas, photographs and videos to media representatives and other University constituencies regarding important University information and events
  • Develop and foster relationships with members of the media
  • Respond to internal and external inquiries, including media inquiries
  • Monitor media clippings
  • Assist in updating and maintaining electronic news distribution channels
  • Assist with the coordination of public events and special projects as assigned

This profile is intended to indicate the kinds of tasks and levels of work difficulty that will be required of positions in this job title and should not be construed as declaring what the specific duties and responsibilities of any particular position shall be. It is not intended to limit or in any way modify the right of any supervisor to assign, direct, and control the work of employees under his/her supervision. The use of a particular expression or illustration describing duties should not be held to exclude other duties not mentioned that are of a similar kind or level of difficulty.

Level 2  

Level Details
Job Code Salary Band FLSA Status
MSSM0502 H Exempt

Level 2 positions typically demonstrate intermediate knowledge of the concepts, practices and procedures of a particular field of specialization; perform intermediate tasks in defined skill areas/applications by continuously building on current job knowledge; maintain effective relationships with peers, vendors, and others in a diverse environment; support team decisions and follow through with team responsibilities; interpret information, ideas and instructions and communicate clearly and accurately both verbally and in writing including materials intended for distribution; determine causes of unusual occurrences and apply standard principles and practices to determine and implement solutions; ensure safe practices and environmental consciousness are exhibited in decisions; typically work under general supervision, while performing assignments that are varied and that may be somewhat difficult in character, but usually involve limited responsibility.

Typical Education & Experience

2+ years related experience

Bachelor's Degree or higher

Or an equivalent combination of education and experience

Typical Work Duties
  • Execute internal and external public relations campaigns through multi-channel dissemination to keep the public informed of the programs and achievements of the University and its colleges, campuses, units, students, alumni, and donors
  • Cover assigned news beat by meeting with internal sources and contacts to research news stories for internal and external use to promote a positive image
  • Research, interview sources, write and distribute news releases, feature articles, op/eds, story tips/ideas, photographs and videos to media representatives and other University constituencies regarding important University information and events
  • Develop and foster relationships with members of the media, respond to media inquiries and coordinate interviews
  • Update and maintain electronic news distribution channels
  • Coordinate public events and special projects as assigned
  • May communicate with external vendors and solicit quotes for services

This profile is intended to indicate the kinds of tasks and levels of work difficulty that will be required of positions in this job title and should not be construed as declaring what the specific duties and responsibilities of any particular position shall be. It is not intended to limit or in any way modify the right of any supervisor to assign, direct, and control the work of employees under his/her supervision. The use of a particular expression or illustration describing duties should not be held to exclude other duties not mentioned that are of a similar kind or level of difficulty.

Level 3  

Level Details
Job Code Salary Band FLSA Status
MSSM0503 I Exempt

Level 3 positions typically demonstrate proficient and comprehensive knowledge of defined skill areas/applications to integrate fundamental elements from other specialties into work assignments; apply knowledge of principles, practices, and procedures of a particular field of specialization to complete difficult assignments; promote a culture that is conducive to effective relationships among diverse team members; ensure safe practices and environmental consciousness are exhibited in decisions; may lead a project team involved in completion of difficult assignments, requiring proficient knowledge of field of specialization; interpret and communicate information, ideas and instructions clearly, accurately and persuasively both verbally and in writing including materials intended for distribution; incorporate new facts and ideas into group processes and apply creative thinking to develop new solutions; typically work with minimal supervision on difficult assignments, conferring with manager on unusual matters.

Typical Education & Experience

4+ years related experience

Bachelor's Degree or higher

Or an equivalent combination of education and experience

Typical Work Duties
  • Plan and implement effective internal and external public relations campaigns through multi-channel dissemination to keep the public informed of the programs and achievements of the University and its colleges, campuses, units, students, alumni, and donors
  • Cover assigned news beat by meeting with internal sources and contacts to research news stories for internal and external consumption to promote a positive image
  • Research, interview sources, and translate complex subject matter into compelling press releases, features, and story tips/ideas, photographs, and videos
  • Determine the appropriate distribution for media representatives and other University constituencies regarding important University information and events
  • Identify tactics for reaching different groups, with a special emphasis on the exploration and development of emerging communications channels
  • Manage relationships with members of the media in promoting University programs; respond to media inquiries and coordinate interviews
  • Act as liaison between the department and other areas of the University
  • Communicate with external vendors and solicit quotes for services
  • Monitor expenditures related to public relations and special event activities

This profile is intended to indicate the kinds of tasks and levels of work difficulty that will be required of positions in this job title and should not be construed as declaring what the specific duties and responsibilities of any particular position shall be. It is not intended to limit or in any way modify the right of any supervisor to assign, direct, and control the work of employees under his/her supervision. The use of a particular expression or illustration describing duties should not be held to exclude other duties not mentioned that are of a similar kind or level of difficulty.

Level 4  

Level Details
Job Code Salary Band FLSA Status
MSSM0504 J Exempt

Level 4 positions typically demonstrate advanced knowledge of principles, practices, and procedures of a particular field of specialization and complete complex assignments; integrate complex elements from other specialties into work assignments; demonstrate a strong commitment to inclusionary practices which support diversity throughout the University; establish a shared vision and take responsibility for the achievement of team goals, and provide direction for appropriate implementation of plans; present ideas, concepts and instructions in a clear manner, and use persuasion and negotiation to build consensus and cooperation; ensure safe practices and environmental consciousness are exhibited in decisions; develop new techniques, concepts, theories, programs or solutions and apply them to complex strategic operating issues; typically work independently on complex work assignments, review progress and evaluate results and update management as appropriate; may direct and delegate work to lower-level staff.

Typical Education & Experience

6+ years related experience

Bachelor's Degree or higher

Or an equivalent combination of education and experience

Typical Work Duties
  • Lead the planning of effective comprehensive internal and external public relations campaigns through multi-channel dissemination to keep the public informed of the programs and achievements of the University and its colleges, campuses, units, students, alumni, and donors
  • May serve as a key advisor to college, campus, or unit leadership when crisis communications/public relations issues arise
  • Translate complex data, concepts, and information for multi-channel strategic communications distribution including speeches, institutional reports, scholarly journals, and niche publications
  • Monitor progress of staff working on news beat assignments and meeting with internal sources and contacts to research news stories for internal and external consumption to promote a positive image
  • Research, interview sources, and translate complex subject matter into compelling press releases, features, and story tips/ideas, photographs, and videos
  • Oversee the distribution of strategic communications for media representatives and other University constituencies regarding important University information and events
  • Lead the identification and development of strategy and tactics for reaching different groups, with a special emphasis on the exploration and development of emerging communications channels
  • Manage relationships with members of the media in promoting University programs on a national, regional and local level; respond to media inquiries and coordinate interviews
  • Act as liaison between the department and other parts of the University
  • Manage external vendors and solicit quotes for services
  • Monitor expenditures related to public relations and special event activities
  • May supervise lower level staff

This profile is intended to indicate the kinds of tasks and levels of work difficulty that will be required of positions in this job title and should not be construed as declaring what the specific duties and responsibilities of any particular position shall be. It is not intended to limit or in any way modify the right of any supervisor to assign, direct, and control the work of employees under his/her supervision. The use of a particular expression or illustration describing duties should not be held to exclude other duties not mentioned that are of a similar kind or level of difficulty.

Level 5  

Level Details
Job Code Salary Band FLSA Status
MSSM0505 K Exempt

Level 5 positions typically extend mastery of job knowledge to the principles, theories and practices of related specialties; expand knowledge of best practices and incorporate into all work assignments and procedures; evaluate and enhance current practices and efforts to ensure optimal support of diversity; oversee leadership of teams and projects that involve extensive cooperation and coordination between multiple departments across the University or with external customers; prepare written and/or verbal presentations or proposals on highly complex issues and deliver to a broad variety of audiences; identify and implement innovative solutions to important, highly complex strategic and/or operational issues which may involve unusual circumstances and incomplete or conflicting data; ensure safe practices and environmental consciousness are exhibited in decisions; work independently on highly complex or strategic assignments; may direct and supervise lower-level staff.

Typical Education & Experience

8+ years related experience

Bachelor's Degree or higher; Master's Degree preferred

Or an equivalent combination of education and experience

Typical Work Duties
  • Lead strategically directed, comprehensive local, state, national and/or international print, broadcasting, and new media public relations campaigns to keep the public informed of the programs and achievements of the University and its colleges, campuses, units, students, alumni, and donors
  • Serve as a key advisor to University leadership when crisis communications or public relations issues arise
  • May set policies and protocol for University public relations, strategic communications, and media relations activities
  • Create long-range strategic communications and public relations plans that yield positive results while aligning with overall University goals
  • Oversee the translation of complex data, concepts, and information for multi-channel strategic communications distribution including speeches, institutional reports, scholarly journals, and niche publications
  • Monitor and measure public relations strategy effectiveness through analytical measurement; communicate findings to assist in decision-making and planning purposes
  • Examine current University public relations practices and recommend opportunities for changes on both the strategic level and operational areas
  • Provide insight to public relations efficacy and website/new media usage trends and other key performance indicators through the use of analytics
  • Manage relationships with members of the media in promoting University programs on a national, regional, and local level; respond to media inquiries and coordinate interviews
  • Serve as a public relations and strategic communications consultant and media training resource for University colleges, campuses, and units; provide direction to University partners on how to handle issues and concerns
  • Convene and lead appropriate University committees and cross-functional teams
  • Manage external vendors and solicit quotes for services
  • Develop budgets and monitor expenditures related to public relations and special event activities
  • May supervise lower level staff

This profile is intended to indicate the kinds of tasks and levels of work difficulty that will be required of positions in this job title and should not be construed as declaring what the specific duties and responsibilities of any particular position shall be. It is not intended to limit or in any way modify the right of any supervisor to assign, direct, and control the work of employees under his/her supervision. The use of a particular expression or illustration describing duties should not be held to exclude other duties not mentioned that are of a similar kind or level of difficulty.